Burberry - Art of the Trench
Targeting - Fashion enthusiasts, influencers, and individuals who appreciate personalized and artistic expressions in style.
Core Theme of the Campaign -
Burberry not only showcases professional models but empowers its audience, making them part of the brand narrative by featuring user-submitted photos wearing the trench coat.
About the
Campaign -
Burberry's "Art of the Trench" campaign is a creative initiative that celebrates the iconic Burberry trench coat by inviting people worldwide to share their unique and personal interpretations of the garment through user-generated content.
Formula applied by the Campaign to elicit customer action -
The campaign stands out for its fusion of fashion and user participation, turning the trench coat into a canvas for individual style expressions.
Business Title
A Look at
the Campaign
1. Global Participation: "Art of the Trench" is a global phenomenon, with people from various cultures contributing to the diverse visual tapestry of trench coat fashion.
2. Digital Platform: The campaign primarily unfolds on Burberry's digital platforms, encouraging users to upload their trench coat photos to the dedicated website.
3. Social Media Integration: Burberry leverages the power of social media, encouraging users to share their trench coat stories with dedicated hashtags, fostering a sense of community.
4. Celebrity Involvement: The campaign gains additional momentum through celebrity endorsements and collaborations, elevating the trench coat's status as a timeless fashion piece.
5. Interactive Gallery: The online gallery showcases a curated selection of user-submitted photos, providing a dynamic and interactive experience for visitors.
6. Storytelling: Each trench coat photo is accompanied by a brief story, adding a personal touch and emotional connection to the fashion journey.
7. Bridging Generations: By featuring individuals of different ages, the campaign successfully bridges generational gaps, proving the trench coat's timeless appeal.
8. Inclusivity: The campaign celebrates diversity, portraying the trench coat as a versatile garment suitable for various occasions and styles.